Question 1

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

Accepted Answer

A) True 
 B)False

Question 2

A scale which used artificial numbers 1 through 5 that are identified with a descriptor is called a(n):

Accepted Answer

A)  descriptor scale format 
B)  synthetic scaled-response format 
C)  numeric-descriptor format 
D)  numeric identifier 
E)  categorical multiple-choice format 
A)  descriptor scale format 
B)  synthetic scaled-response format 
C)  numeric-descriptor format 
D)  numeric identifier 
E)  categorical multiple-choice format

Question 3

Which of the following is a synthetic scaled-response format in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric scale, for each of a series of statements?

Accepted Answer

A)  semantic differential scale 
B)  halo effect scale 
C)  Likert scale 
D)  bipolar scale 
E)  lifestyle inventory scale 
A)  semantic differential scale 
B)  halo effect scale 
C)  Likert scale 
D)  bipolar scale 
E)  lifestyle inventory scale

Question 4

A measure can be reliable but invalid.

Accepted Answer

A) True 
 B)False

Question 5

There are three basic question-response formats: open-ended, closed-ended, and synthetic.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following was NOT mentioned in the textbook as a consideration in choosing a question-response format?

Accepted Answer

A)  nature of the property being measured 
B)  previous research studies 
C)  ability of the researcher 
D)  ability of the respondent 
E)  scale level desired 
A)  nature of the property being measured 
B)  previous research studies 
C)  ability of the researcher 
D)  ability of the respondent 
E)  scale level desired

Question 7

Which of the following formats provides response options to questions on the questionnaire?

Accepted Answer

A)  response options format 
B)  categorical format 
C)  closed-ended format 
D)  metric format 
E)  optional format 
A)  response options format 
B)  categorical format 
C)  closed-ended format 
D)  metric format 
E)  optional format

Question 8

A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a Likert scale.

Accepted Answer

A) True 
 B)False

Question 9

Ordinal scales indicate exact differences among objects.

Accepted Answer

A) True 
 B)False

Question 10

As a general recommendation, to keep things simple it is desirable to use a scale at the lowest appropriate level of measurement.

Accepted Answer

A) True 
 B)False

Question 11

Reliable and valid scales are useful in marketing research, but they do not represent any kind of ethical issue for marketing researchers.

Accepted Answer

A) True 
 B)False

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

A scale which used artificial numbers 1 through 5 that are identified with a descriptor is called a(n):

Which of the following is a synthetic scaled-response format in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric scale, for each of a series of statements?

A measure can be reliable but invalid.

There are three basic question-response formats: open-ended, closed-ended, and synthetic.

Which of the following was NOT mentioned in the textbook as a consideration in choosing a question-response format?

Which of the following formats provides response options to questions on the questionnaire?

A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a Likert scale.

Ordinal scales indicate exact differences among objects.

As a general recommendation, to keep things simple it is desirable to use a scale at the lowest appropriate level of measurement.

Reliable and valid scales are useful in marketing research, but they do not represent any kind of ethical issue for marketing researchers.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 7: Survey Measurement Scales

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

A scale which used artificial numbers 1 through 5 that are identified with a descriptor is called a(n):

Which of the following is a synthetic scaled-response format in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric scale, for each of a series of statements?

A measure can be reliable but invalid.

There are three basic question-response formats: open-ended, closed-ended, and synthetic.

Which of the following was NOT mentioned in the textbook as a consideration in choosing a question-response format?

Which of the following formats provides response options to questions on the questionnaire?

A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a Likert scale.

Ordinal scales indicate exact differences among objects.

As a general recommendation, to keep things simple it is desirable to use a scale at the lowest appropriate level of measurement.

Reliable and valid scales are useful in marketing research, but they do not represent any kind of ethical issue for marketing researchers.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters